How can marketers keep their acquisition campaigns alive and thriving? Every growth marketer will have you know that it takes a lot of testing and learning, knowing your audience like the palm of your hand, and serving content that speaks to them. What is the common thread to all three of these? Creative variety. We break down how this helps growth marketers reach their goals in more ways than one.
The Correlation Between Creative Variety and Performance
When it comes to driving performance with creative, more is more. This gives marketers the freedom to experiment with different combinations to their target audience, but it offers valuable intel from an optimization standpoint. After all, there’s only so much insight you can draw from one type of creative asset.
66% of consumers find ads and social media messaging from brands to be repetitive. Ad fatigue, an industry buzzword you may know all too well, is another factor that affects performance, but can also have a detrimental effect on your brand long after it’s served. They don’t call it the silent killer of ad performance for nothing. Not only does it have a diminishing level of return as they’re repeatedly shown to users, but it can impact on the bottom line – such as increasing your CPM and cost per acquisition, which ultimately decreases your overall return on ad spend. Consumers aren’t the only ones experiencing fatigue – it goes both ways. Many creative teams are feeling overworked trying to manually meet the growing content demands for performance campaigns.
What Does Scale and Speed Have to Do With It?
It is clear that there is a problem here, which we coin the Content Gap, where content needs outpace production resources. Creative Automation is the solution to overcoming these challenges, and facilitates both scale and speed without compromising quality.
Creative Automation software like Celtra enables marketers to quickly meet the volume demands that are common to many businesses (especially D2C and e-commerce brands), by allowing marketers to create and customize their own library of templates. This is paired with a content feed – where you would upload information like product names, CTAs, language variants and so on. By separating content from design, churn out creative variants en masse, saving your production teams the time and headache of creating these manually.
These assets have a wide use-case across social media, display, video, email and more, and Creative Automation allows teams to even make any last minute changes without having to reinvent the wheel every time:
- Opening new markets with localized campaigns – Different languages and markets? No problem. Use Content Feeds to upload translated copy, connect them to a template, and generate the variants.
- New channels and sizes – Repurpose existing assets to fit any ad format, which makes it easier to expand to new platforms and channels.
- Speed to market – Creative Automation simplifies the production and feedback loop. Keep up with the changing trends and consumer needs and quickly launch campaigns.
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